Flicking through the pages of
The New Yorker edition of July 8
& 15, I came across an image which, at first, I thought was of a poster for
the Bar-Lock typewriter. Instead, it
was a Sarah Bernhardt poster, created in 1894 by Alphonse Mucha, the most
celebrated graphic designer of the Art Nouveau movement. The Bernhardt-La Plume image appeared with The New Yorker’s A Critic at Large
column, written by Hua Hsu and titled “Beauty
in the Streets: How Posters Became Art”. It related to an exhibition,
“Alphonse Mucha: Art Nouveau/Nouvelle Femme” which opened at the Poster House -
the first museum in the United States dedicated exclusively to posters - at 119
West 23rd Street, New York City, on June 20 (and continues until October 5).
At a quick glance, it’s easy to see the likenesses between
the Bernhardt poster and the early British Bar-Lock poster “Fate the Key to
Fortune”. With the Bernhardt artwork, Mucha introduced the innovative feature
of an ornate rainbow-shaped arch behind the actress’s head, almost like a halo,
which focused attention on her face. This becomes a bright yellow light surrounded
by flowers around the head of the woman in the Bar-Lock poster. While Mucha
continued to use this style in later posters, so too did Bar-Lock, most notably
in its “Supremacy - Truth” and “Visible Writing” posters, as well as in its “Father
Time” poster.
As with Mucha's work, the people in Bar-Lock posters aren’t always shown using the
product they’re advertising, but they often look enraptured. The curvaceous women have long, wavy hair, and look bold and independent.
Still,
while Mucha went on from Bernhardt and art to create purely commercial
posters, including for bicycles, it’s highly unlikely that any of the Bar-Lock
typewriter posters are his – we almost certainly would know about it if they
were. No typewriter posters appear in his extensive catalogue of 119 works. But
given the timeframe is right, it seems highly probable Mucha’s work directly inspired and influenced the Bar-Lock artists. After all, in 1901 Mucha had published Documents Decoratifs, a guide for aspiring artists and designers to
replicate le style Mucha. It
became an Art Nouveau bible, widely used in art schools and factories.
As
far as I know, the creators of the Bar-Lock poster artwork have never been
positively identified. The earlier posters, for the US (Columbia) Bar-Locks (left),
were produced by Wagstaff & Co of New York. Since the Richardsons in London
did not take full control of the Bar-Lock name until November 1913, it’s possible
advertising artwork was shared across the Atlantic, with machines sold in
Britain from 1895 labelled “Royal Bar-Lock”.
After
striking a deal with Charles Spiro in New York, the Richardsons first sold Spiro’s
typewriter in Britain in 1888, simply as the “Bar-Lock”. The Richardsons did
not add “Royal” to the brand name until after they acquired Queen Victoria’s
patronage. This allows us some idea of the timing for the appearance of the
various posters.
Alphonse Maria Mucha was born in Ivančice in Moravia (not Bohemia), then a province of
the Austro-Hungarian Empire, in 1860. He went to
Paris in 1887, but it was not until the end of 1894 that his career took a
dramatic and unexpected turn. On December 26, Bernhardt made a telephone call
to Maurice de Brunhoff, manager of the publishing firm Lemercier, which printed
her theatrical posters, ordering a new poster for the continuation of the
play Gismonda.
She wanted it ready by January 1, 1895. Because of the holidays, none of the
regular Lemercier artists were available. When Bernhardt called, Mucha happened
to be at the publishing house correcting proofs. Brunhoff asked Mucha to
quickly design the new poster for Bernhardt. The poster was more than life-size
at more than two metres high, with Bernhardt in the costume of a Byzantine
noblewoman, dressed in an orchid headdress and floral stole, and holding a palm
branch in the Easter procession near the end of the play.
Mucha’s
new-found fame coincided with with a poster craze that swept through Europe and the US in
the mid to late 1890s. Magazines, galleries and clubs quickly emerged to
respond to this appetite. At parties, women dressed up as their favourite
posters and others guessed which ones they were. Posters even influenced the
colours used in turn-of-the-century clothing.
The
Bar-Lock posters lack the fine, detailed draftsmanship in the backdrops in
Mucha’s work, such the Byzantine mosaic tiles in the Bernhardt-La Plume poster. But some
match Mucha’s delicate pastel colours, and the words are distinctly stylised
and ornamented. Mucha’s Bernhardt poster
appeared on the streets of Paris on January 1, 1895, and caused an immediate
sensation. This was, remember, the same year the Royal Bar-Lock took its new
name.
Bar-Lock posters remain among the most outstanding examples of typewriter-related artwork ever created. The likelihood that they were inspired by Mucha's early work makes them, I believe, all that more interesting and desirable.